DME285 Branding Readings
Definition of Market Research
From: http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=14&Itemid=38 Market Research is a systematic, objective collection and analysis of data about a particular target market, competition, and/or environment. It always incorporates some form of data collection whether it be secondary research (often referred to as desk research) or primary research which is collected direct from a respondent. The purpose of any market research project is to achieve an increased understanding of the subject matter. With markets throughout the world becoming increasingly more competitive, market research is now on the agenda of many organisations, whether they be large or small. The Market Research Process To conduct market research, organizations may decide to undertake the project themselves (some through a marketing research department) or they might choose to commission it via a market research agency or consultancy. Whichever, before undertaking any research project, it is crucial to define the research objectives i.e. what are you trying to achieve from the research? and what do you need to know? After considering the objectives, Market Researchers can utilize many types of research techniques and methodologies to capture the data that they require. All of the available methodologies either collect quantitative or qualitative information. The use of each very much depends on the research objectives but many believe that results are most useful when the two methods are combined. Quantitative Research Quantitative research is numerically oriented, requires significant attention to the measurement of market phenomena and often involves statistical analysis. For example, a bank might ask its customers to rate its overall service as either excellent, good, poor or very poor. This will provide quantitative information that can be analyzed statistically. The main rule with quantitative research is that every respondent is asked the same series of questions. The approach is very structured and normally involves large numbers of interviews/questionnaires. Perhaps the most common quantitative technique is the ‘market research survey’. These are basically projects that involve the collection of data from multiple cases – such as consumers or a set of products. Quantitative surveys can be conducted by using post (self-completion), face-to-face (in-street or in-home), telephone, email or web techniques. The questionnaire is one of the more common tools for collecting data from a survey, but it is only one of a wide ranging set of data collection aids. For further detailed information about quantitative research please click here: quantitative market research. Qualitative Research Qualitative research provides an understanding of how or why things are as they are. For example, a Market Researcher may stop a consumer who has purchased a particular type of bread and ask him or her why that type of bread was chosen. Unlike quantitative research there are no fixed set of questions but, instead, a topic guide (or discussion guide) is used to explore various issues in-depth. The discussion between the interviewer (or moderator) and the respondent is largely determined by the respondents' own thoughts and feelings. As with quantitative techniques, there are also various types of qualitative methodologies. Research of this sort is mostly done face-to-face. One of the best-known techniques is market research group discussions (or focus groups). These are usually made up of 6 to 8 targeted respondents, a research moderator whose role is to ask the required questions, draw out answers, and encourage discussion, and an observation area usually behind one way mirrors, and video and/or audio taping facilities. In addition, qualitative research can also be conducted on a ‘one on one’ basis i.e. an in-depth interview with a trained executive interviewer and one respondent, a paired depth (two respondents), a triad (three respondents) and a mini group discussion (4-5 respondents).
What is Branding and How Important is it to Your Marketing Strategy?
From: http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives that a good brand will achieve include: Deliver the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concrete User Loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.
How To Define Your Brand
from: http://marketing.about.com/cs/advertising/ht/definebrand.htm This is the first step in the process of developing your brand strategy. By defining who your brand is you create the foundation for all other components to build on. Your brand definition will serve as your measuring stick in evaluating any and all marketing materials and strategies. You will begin this process by answering the questions below. Here's How: 1. 2. 3. 4. 5. 6. What products and/or services do you offer? Define the qualities of these services and/or products. What are the core values of your products and services? What are the core values of your company? What is the mission of your company? What does your company specializes in? Who is your target market? Who do your products and services attract? What is the tagline of your company? What message does your tagline send to your prospects?
7. Using the information from the previous steps create a personality or character for your company that represents your products or services. What is the character like? What qualities stand out? Is the personality of your company innovative, creative, energetic, or sophisticated?
8. Use the personality that you created in the previous step and build a relationship with your target market that you defined in Step 5. How does that personality react to target audience? What characteristics stand out? Which characteristics and qualities get the attention of your prospects. 9. Review the answers to the questions above and create a profile of your brand. Describe the personality or character with words just as if you were writing a biography or personal ad. Be creative. Tips: 1. Be honest with your answers, answer each question thoroughly. 2. Focus on your target audience when answering each question. 3. Compile each answer in a journal or notebook specifically designated to the Brand Development of your company. 4. This is Lesson 1 in the Developing Your Brand Strategy 7-week course offered right here at About. Use it in conjunction with the other lessons to get optimum results and benefits. ----------------------------------------------------------------------------------------------------------------------------- ---
How to create a brand
From: http://www.zuzudesign.com/brand.html Business gets easier when you have a recognisable brand. Think about BP or Vodafone, for example. All you need do is mention the names and millions of people throughout the world have an immediate perception and expectation of what that company stands for. There's an emotional connection between the customer and the company name. With a strong brand, you don't have to sell nearly as long or as hard. Customers know what you stand for before the pitch or proposal. Here's how to give your company the kind of brand identity that will help drive sales. Here, too, are tips for customising a brand personality toolkit that will keep that brand alive and growing. Define your personality A brand is the promise you make to customers combined with the customers' judgment about how well you deliver on that promise. A successful, brand becomes an emotional bond that builds customer loyalty. A brand includes your logo, colour scheme, taglines, slogan, design elements and more. Think of branding as the personality of your enterprise. Define that and the logo and other marketing messages will follow. To build your brand, begin by thinking through exactly what it is you sell and why customers choose your product or service. Identify the promise you are making to your customers. For instance, you may manufacture vacuum cleaners, but what you're really selling is a better way to clean the house. You must also define what makes your product more desirable to the customers you're targeting than that of your competition. Build recognition You want the company personality to be easily identifiable at every customer touch point, from word of mouth to final sale. Make sure that every bit and byte of packaging, presentations, communications, and marketing speaks with a brand-consistent look and voice. The same branding should appear on your entire range of advertising and promotional options, not just stationery or sales brochures. That includes press releases, e-mail signatures, trade show displays and booths, store or office signage, banners and highway billboards, print ads, posters and marketing for sponsored or charity events - in other words, everything.
Police your brand Educate everyone on staff about your brand and its tools as well. Otherwise, each employee, including the allimportant sales team, could create their own version and confuse your customers. Once you assemble the brand toolkit, every employee can then access it and draw upon whatever is needed. Even so, over time, logos tend to shape shift. Someone adds a shoreline to the water's edge that floats your sailboat logo. Someone else re-draws the boat so the prow faces into the sun. Pretty soon, your little sailboat is sinking. To prevent this, appoint a designer or staffer to police the brand toolkit, especially if you work with outside vendors. Keep track of who accesses the toolkit and which consultants or vendors use it for what marketing channels. You want to track all branding appearances and changes. Brand power Many business owners pooh-pooh branding because they're busy chasing sales, impressing investors or recruiting talent. "Who has time for such stuff?" they say. Yet success comes from differentiating your offerings in the marketplace and rigorously serving your best customers. If you take the time to brand - that is, figure out how to articulate who you are, what you sell, and which customers to target - all your marketing efforts become more focused. Finally, honour what your brand symbolises. The greatest tag line in the world won't get customers to come back if you don't fulfill your marketing promises. ------------------------------------------------------------------------------------------------------------------------- -------
Making Your Brand Original
Like your competitor's ideas? Our branding expert explains the fine line between inspiration and imitation. December 05, 2005 from: entrepreneur.com We all know it's tempting to copy the competition. There's safety in conformity--a certain "comfort factor" in being similar. After all, the other company knows what it's doing, right? Not always First, remember that branding is about differentiation--emphasizing your company's differences, not similarities. When you copy the competition, you're reminding customers of them, not you. However, there's a difference between exact imitation and creative inspiration. Use creativity to leverage an existing idea, but avoid replicating its every detail. So when is it okay to follow someone else's lead and when isn't it? Of course, plagiarism is out, and it's illegal to copy anything that's patented or trademarked. Here are some other less obvious things you may be tempted to copy but shouldn't: Don't imitate the design/layout of sales materials. Copying a competitor's materials is never a good idea because instead of differentiating your business, it makes you look more like your competitor. It's fine to imitate basics of their material like "lots of white space" or forced-perspective product photos (just don't use the same perspective!). But avoid choosing similar colors, graphics and layout. Don't imitate the content or style of your competitor's copywriting, or you'll literally sound just like the competition. Instead, create your own unique "voice" and messaging. Good copy has a consistent, strategic tone to it (e.g., conversational, direct, humorous, etc.) that reflects the personality of the company and product. When done correctly, copywriting is an integral part of branding. Don't imitate the primary color your competitor uses. Select at least one unique color to associate with your company--use it in your logo, on sales materials, product packing, signage, etc. (You can use a Pantone Matching System or "PMS" book to help you choose the exact color. Always specify the exact PMS number to your printer.)
Don't imitate the name of your competitor--make yours as different as possible. Also, try to avoid using the same first letter as your biggest competitor. You may like the fact that "AAA Towing" puts you first in the phone book, but it sounds too much like "ABC Towing" to help with your branding.
If you have to, imitate a competitor's marketing strategy or sales incentives only with extreme caution. Make sure you understand the underlying assumptions first. For example, if a competitor's sales materials feature an upscale design, maybe there's a good reason behind it, maybe not. Is there a market for premium-priced goods? Or does the CEO simply prefer an expensive look? Sometimes companies--even bigger ones--have no sound strategy behind what they do. They're just catering to personal tastes or imitating somebody else themselves. Imitation isn't all bad, though. Here are instances in which it can be quite beneficial: When you translate a principle from one industry to another. For example, a local carpet company offers a one-day "Remnant Sale." Your computer company offers a similar one-day sale with out-of-date PCs. When being different hurts your customers' experience. It rarely makes sense to deviate from standard industry terms or navigation rules. For example, changing the "About Us" link to "Leading the Way" on your website may be creative, but it's less clear and makes customers less comfortable. In some cases, familiarity is crucial. When imitating something "obvious" brings comfort to your customers. Say you own a restaurant and your customers are health-conscious. Green is a color associated with health, but your competitors also know this and probably use green abundantly. You don't need to omit green from your design palette-instead, use it as a secondary color, or choose an unusual but attractive shade of green no one else has chosen. When being different means not meeting established customer expectations. Industry standards are standard for a reason. It's risky to deviate from the norm when it means customers may be disappointed.
Your goal is to stand out without sticking out. You want your customers' experience to be comfortable and positive, but also unique. Seeking customer comfort and satisfaction in creative ways is a vital way to build brand equity. ----------------------------------------------------------------------------------------------------------------------------- ---
Creating Brand Standards for Your Business
You can set your business apart with consistently designed marketing materials. This branding expert shows you how. July 04, 2005 from: entrepreneur.com/marketing/branding/imageandbrandingcolumnistjohnwilliams/article78542.html
One key way to develop your brand is to create a set of design rules that tie together the look and feel of all your marketing materials. These rules are often referred to as "brand standards." Ideally, brand standards do the double-duty of creating awareness of your brand and differentiating your brand from your competition's. Think you're not big enough to worry about your brand? It's recommended that even the smallest companies develop and maintain brand standards from the very beginning. The breadth and depth of your brand standards can vary greatly, depending on your needs. Keep in mind that if you're too strict, you may hem yourself in creatively, while if you're too loose, design chaos can result. Focus on strategy and consistency in the following five areas: 1. Logo. There's perhaps no single more important element to your brand standards than the consistent use of your logo. First, you should never alter or redraw your logo. Second, its placement and sizing should remain consistent within each communication vehicle (for example, your letterhead, brochures, postcards, fliers, etc.). Rules can vary according the type of material you're using your logo in, but they shouldn't vary drastically.
And if you want to look like a large company, remember this irony: The bigger the company, the smaller the logo. 2. Graphics. Use distinctive symbols and shapes in a consistent way. Choosing the same basic graphic elements will help customers remember your brand faster. Also, be consistent when using borders and/or backgrounds--or show a pattern of consistency that complies with your brand standards. For example, you could choose a cupid-themed border for a Valentine's Day ad and a clover-themed border for a St. Patrick's Day ad. In both cases, your border should be consistent in size and/or weight (the amount of emphasis it receives relative to the other elements on the page). 3. Colors. Color is one of the most important components when it comes to brand identity. The colors you choose will make an immediate impression on your audience, and play a large role in memory retrieval. Therefore color can significantly impact someone's perception of your brand. For example, gold, silver and burgundy are perceived to be upscale, while green is viewed as fresh and healthy. I highly recommend you research and/or test-market certain colors before you commit to a palette. One easy--if not scientific--way to do this is to create a brochure or ad in three or four different color palettes, then survey various people for feedback. And remember that colors have different meanings in different cultures. 4. Fonts. Choose just a handful of fonts for use on all your materials, selecting at least one serif font and one san-serif font. Serif fonts have "feet" at the bottom of the font to guide the reader's eye, while san-serif fonts don't--"Times" is an example of a serif font; "Helvetica" is an example of a san-serif font. Serif fonts work well in paragraphs or body copy because they give the eye something to "hang on to." San-serif fonts should be reserved for headlines, numbers in charts, very small text or text that's reversed out of a color. As a general rule, you should use no more than two fonts in a document, although a third, decorative font could be used sparingly. 5. Illustrative or photographic style. Consider what type of visuals-pictures--you want to feature on your marketing materials. Will your visuals consist of illustrations or photos? Try to stick with one or the other. Regardless of your choice, your visuals should be similar in style and color usage--black and white, four-color, two-color, etc. When you've identified rules for the above areas, write them down and distribute them to any employee or vendor--such as a designer or printer--who may need to reference them. Your brand standards will go a long way toward building your brand equity. It's worth the time and effort to do it right. --------------------------------------------------------------------------------------------------------------------------------